In social media, is there truth to the proverb, “seek and ye shall find?”
As our experience in new media matures, learning what it is we wish to seek and also accomplish is at the forefront of rapid evolution. Converting questions into objectives is how we grow and succeed. While the opportunities within social media in general are sweeping, one such possibility that’s largely untapped in business social networking is the ability to find customers and prospects as well as learn what inspires them to make decisions and share experiences.
Influence is a controversial topic and its measurement and definition are increasingly scrutinized as social media democratizes one’s ability to earn stature and prominence in new online societies. There’s a clear delineation between influence and popularity and it’s important to understand that in social networks, influence is not derived by the quantity of followers, friends, clicks, or “likes.” Nor is it discernible by the frequency of which one participates in their respective communities. While these serve as indicators of influence, they are not necessarily constant factors in its quantification.
Email, we love to hate it, yet we hate to love it. For better or for worse, we are tethered to our inbox and continue to send messages and respond to those individuals and organizations to which we’re tied or vested. Over the years, I’ve labeled email as the world’s largest untapped social network and even though many services attempted to socialize the inbox over the years, email, for the large part, remains regressive.
Social networks are propelled by the connections, conversations, and gestures between active netizens. The success and vitality of each network is rooted in its capacity to expand social graphs and nurture communication and shared experiences. As such, Twitter announced a new feature to help you discover who to follow.
The new “Suggestions for You” service is simple, but powerful. It not only introduces you to like-minded people, it empowers you to more effectively curate your connections and as such, your overall Twitter experience.
The spirit of social media is enlivening industries, refreshing marketing, and humanizing businesses. While the steps to the social revolution are gradual, so are the budgets that fund innovation. Progress is underway however, and with every experiment and pilot program, we learn the answers to the questions that serve as the gateways to change.
Early experiments are sparked within various forward-looking divisions and funded by other resident or surrounding programs or departments. As social media permeates and socializes the frameworks of the modern businesses, finances and supporting resources will shift to advance expansion.
Social Media is greater than the sum of its parts, but it is these parts that define the socialization of business. Today consumers are interacting with peers, brands, and influencers in social networks at varying levels across more industries than you might possibly believe. The answers of who, what, when, where, how, and to what extent are out there; we just need to spend a moment searching for the insights necessary to galvanize meaningful social media content, branding, and engagement programs.
I was recently asked at a communications and marketing conference for senior executives when Social Media would start to appeal to all senses including, vision, hearing, smell, taste, and touch. It was an interesting question and the first time that I had heard it in public. My response was that it is already in full effect. To go one step further, much of the work I’ve studied and also the focus of much of my own work fuses aspects of sensory branding and marketing with elements of experiential and emotional marketing to appeal to the senses as well as to the emotions that inspire action.
On July 22nd 2010, Facebook officially announced that it had surpassed 500 million users around the world. This significant achievement represents a significant milestone for Zuckerberg and Co. as well as for social networking and more importantly for global societies overall.
To celebrate this achievement, Facebook released Facebook Stories, a new service to spotlight user stories from around the world and the impact Facebook has had on their lives.
Part Three of Three
Nicheworks are highly coveted or soon will be as no brand is an island. Attention and interests are focused within social streams and as individuals are empowered to define their online experiences, connecting the dots proves pivotal. If conversations are markets, nicheworks represent the glue that binds disparate conversational ecosystems. And through effective engagement, we make inroads towards community and being the construction of bridges between our brand and each desirable market.
Part Two of Three
In the book Engage!, I use music as a metaphor for the business approach necessary to execute socialized programs flawlessly. I suggest that today, many organizations approach new media with the style of jazz improvisationalists. They possess an incredible ability to jam independently and also together, but they often drift into wild, wonderful solos that may or may not lead the audience back to the heart and soul of the brand purpose and mission. Instead, I suggest that we assemble a team of virtuosos who can perform the dedicated requirements of their roles to contribute to an organized and powerful performance designed to engage and stimulate its audience.
Brian Solis is principal at Altimeter Group, a research firm focused on disruptive technology. A digital analyst, anthropologist, and futurist, Solis has studied and influenced the effects of emerging technology on business, marketing, and culture. Solis is also globally recognized as one of the most prominent thought leaders and published authors in new media. His new book, What's the Future of Business (WTF), explores the landscape of connected consumerism and how business and customer relationships unfold and flourish in four distinct moments of truth. His previous book, The End of Business as Usual, explores the emergence of Generation-C, a new generation of customers and employees and how businesses must adapt to reach them. Prior to End of Business, Solis released Engage, which is regarded as the industry reference guide for businesses to market, sell and service in the social web.